Research On Marketing Assessment Of Telecom Industry And Case Study

The paper attempts to refine and summarize the system, the process and useful methods in the marketing assessment conducted by telecom operators, based on the fundamental management theory and combined with a list of typical case study on the major telecom products such as broadband and speech. As a component part of exact marketing under the full competition in the telecom market, marketing assessment, together with marketing planning and marketing execution, composes the closed loop of exact marketing. Functioning as guarantee of the exact marketing, marketing assessment which sheds significant impact on the business development constitutes one of the tasks which telecom operators currently investigate but have not formed a wide-accepted system yet. Telecom industry belongs to high technological service industry and its features define the complicity and high difficulty of marketing assessment. Systematic research and summarization on marketing assessment in the telecom industry, combined with the marketing practice of telecom enterprises, would shed lights on enhancing the core competitiveness of telecom enterprises. According to the life circle of a marketing scheme and by integration of theory and practice, the paper elaborates such aspects as pre-assessment and post-assessment of a marketing scheme and the process, index, content and methodology of full assessment, and aims at offering a feasible system of marketing assessment.